RadioShack, SwatTeam and Harte-Hanks came up with a relational database with direct access. It is updated weekly and includes, says DeNapoli, “all transaction data, e-mail data, campaign management data, customer name and contact data, consumer preferences, store of preference, [presence of a] RadioShack credit card, proximity to the local store, customer segment and demographics.”
Since RadioShack stopped collecting customer information at the point of sale two years ago, the customer information in the database is culled from information for servicing, wireless accounts, installations and returns.
Outcome: RadioShack is using the new database for a variety of purposes, from honing its retail operations to expanding its direct marketing efforts.
“We’re using the new data to help our store personnel understand the segments that most likely are shopping their stores,” explains DeNapoli. “We’re using the data to purchase media more effectively. … We’re also doing more direct mail and testing offers, creative, etc. [And we] intend to do some cross-media promotion using direct mail and e-mail together to understand the synergy.”
With the marketing database in place, RadioShack looks to understand its customers’ behavior in multiple channels, get a quicker read on campaign results, test models, answer executive questions about customers quickly, and employ “what if” scenarios before making business decisions.
Tools Used: Unica for campaign management, Microstrategy for reporting and SAS for data mining.
Case Study: Skiing company becomes database mogul
Company: Aspen Skiing Co.
Situation: Aspen Skiing Co. (ASC), the company that owns and oversees the ski resort areas of Aspen, Colo., and sells items such as lift tickets and season passes, was using its operational database for marketing purposes.
“They had one source of data—operational data,” says Paul Vannett, CEO of Dovetail, the Highlands Ranch, Colo.-based database consulting company ASC teamed up with for this project, “but they had other sources of data they wanted to integrate.”